Mr. Muneer Ahmed Hayel Saeed Discusses ARMA Group’s Growth and Market Strategies
October 21, 2026Mr. Muneer Ahmed Hayel Saeed, Chairman of the Board of Directors of ARMA Group and Managing Director of Operations for Hayel Saeed Anam Group in Egypt, appeared on CEO Level Podcast, hosted by Mr. Hazem Sherif, Editor-in-Chief of Al-Mal newspaper, to discuss ARMA’s growth, its approach to economic challenges, and the evolution of established consumer brands.
The conversation covered the group’s development since ARMA’s establishment in Egypt in 1992, the importance of maintaining market share during periods of economic uncertainty, strategies for developing established brands, and the group’s presence across international markets.
Maintaining Market Share Amid Economic Challenges
During the discussion, Mr. Muneer Ahmed Hayel Saeed addressed the challenges associated with currency depreciation and changing economic conditions. He explained that maintaining market share and ensuring the continued availability of food products were important priorities, even when economic pressures affected profit margins.
The discussion highlighted the importance of balancing commercial performance with customer retention and product availability, particularly in the food industry, where maintaining a consistent market presence is essential.
ARMA Group’s Growth and Production Capacity
The episode explored ARMA Group’s growth since it began operations in Egypt in 1992, initially manufacturing oils and ghee with a production capacity of approximately 300 tons per day and a workforce of around 100 employees.
According to figures discussed in the episode, the group’s production capacity reached approximately 2,600 tons per day by 2026, while its workforce grew to around 7,500 employees.
The conversation also highlighted the group’s consumer brands, including Crystal in the oils and ghee category, alongside Al Mumtaz and Qelyet El Hanem.
Developing Established Brands to Meet Changing Consumer Preferences
Mr. Muneer Ahmed Hayel Saeed and Mr. Hazem Sherif discussed the challenges of developing established brands such as Bisco Misr while maintaining consumer recognition and adapting to changing market preferences.
The discussion emphasized the importance of market research in guiding product development and launch decisions. Evaluating existing products, introducing new flavors and formats, and understanding consumer preferences can help brands remain relevant as markets evolve.
The speakers also reflected on the transformation of the biscuit industry since the 1970s and 1980s, highlighting the wider range of products available today and the importance of balancing innovation with consumers’ continued attachment to familiar products, particularly those preferred by children.
International Markets and Business Expansion
The conversation also touched on the international reach of Hayel Saeed Anam Group. Mr. Muneer Ahmed Hayel Saeed referred to the group’s presence across markets including Saudi Arabia, Egypt, Malaysia, Indonesia, England, and Kenya, as well as other African countries.
The discussion highlighted the group’s expansion across different markets and the importance of understanding local business environments and consumer needs.
Through this conversation, the episode explored key aspects of industrial business management, including navigating economic challenges, maintaining market presence, developing established brands, and expanding across international markets.
